New Changes to Google Analytics and AdWords Confirmed

By EXCLUSIVE Insights TeamOctober 3, 2016

TOPICSFeatured, Google, Paid Search

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Two Google execs recently confirmed a number of improved or all-new features headed to Analytics and AdWords. Here’s what’s new, as confirmed in two blog posts published on Google’s Inside AdWords and Analytics Solutions blogs:

RLSA improvements — Google’s remarketing lists for search ads (RLSA) got some new updates, including improved visitor-targeting on mobile devices. You’ll also now have the ability to keep site visitors in your RLSAs for 540 days and add them at the campaign level.

Improved visitor targeting on mobile devices with Google’s new RLSA

DFSA launch— Google also officially introduced what’s called demographics for search ads (DFSA). This new tool will allow marketers to target their ads to customers based on gender and age. DFSAs are now being rolled out to advertisers globally.

Free Optimize 360 — A new version of Optimize 360, Google’s enterprise testing and personalization product, will be available to Analytics users in October. The search engine says the web- and mobile-based tool will help marketers leverage existing information to experiment with — and personalize — site experiences.

Session Quality Score — A new metric called Session Quality Score will incorporate machine learning to predict the likelihood of a user making a purchase, helping marketers target their most engaged visitors.

Google has also confirmed that as of Oct. 10, it will be making some big changes to its Quality Score (QS) reporting. While ad rank and the auction will remain unchanged, newly added keywords and low-volume keywords will no longer show a Quality Score of 6. Instead, now the QS is not reported at all until there’s enough data. This new keyword rating will help add transparency and allow you to eliminate time wasted focusing on low-data keywords. QS is still designed to do one thing: algorithmically connect what it views as high-quality ads to relevant customers via its machine learning-based system.

Staying ahead of changes like these is integral to the EXCLUSIVE paid search strategy, and is the reason our clients consistently outperform their competitors.